Create Brand Momentum With Marketing Triggers
Alright, just to clarify- we’re here to talk about triggers in a marketing sense and how they lead your audience to buy. These social cues create an expectation for certain types of purchases. The majority of Americans feel compelled to eat turkey on Thanksgiving, hunt eggs at Easter, and buy a ton of gifts come December. Black Friday is a great example. It’s a totally fictional “holiday” that creates momentum and cultural pressure towards purchasing. Our resident Brand Junkies, Kenn and Dave, went to the studio to hash out ways to start (and push) the purchasing trend by creating organic marketing triggers for your target audience. You can catch the full episode here or read on for the highlights!
Dave dives into the question, “How do you create a trigger?” saying, “It can be challenging to figure out how to leverage holidays or to create a day that will drive a lot of value. So for everyone thinking, ‘Okay, I'm trying to create a trigger. How do I figure this out?’ Here are a few steps to work through as you move your audience towards purchasing.”
What’s your goal? Kenn explains, “The first thing you've got to do is figure out what your objective is. The objective could be something like gathering customer information, making conversions, or making sales.”
Set your strategy. Kenn continues saying, “Once you figure out what your objective is for your day (or your sale or your trigger), then you figure out what your strategy is.” Remember, marketing strategy is who you’re going after and what you want them to remember about you. Kenn points out that, “Once you figure out who you're going after, the message becomes whatever your trigger is. For example, ‘Today is Lemonade Day, sign up on this website and we’ll email you a free coupon for a large lemonade."
Hop on the bandwagon! This is a bit of a bonus step as it may or may not apply depending on what trigger you’re going for. Kenn explains, “After you set your objective and strategy, figuring out if there's already a predisposed thing that you can tie into. Tap into any momentum or leverage that’s available to you. If you're creating something from the ground up you've got a longer chasm to cross in order to get people to understand your message.”
Define your transaction. Dave lays out step four saying, “Once you understand who you're targeting you need to identify what's going to drive them. Is it price? Is it perceived value?” This is where you establish what you’ll be offering and what you’ll be asking for in return. Back to the example of Lemonade Day, the perceived value of a free lemonade's nice. Is your target audience going to resonate with that message? Would 10% off their meal when they purchase a lemonade mean more to them? Or would it matter most if for every 5 lemonades purchased they get one free? Kenn talks about the other side of deal asking, “What's the currency you're willing to exchange? What do I have that I think is of value to you? And what do you have that I want to get from you? Information, money, subscribership, or whatever it might be.”
Get the word out! Kenn encourages you to ask, "What's the best way to get this message out?’ And then, ‘What's the timing?’, because timing is everything. If you want to have a trigger event of some kind, how soon before that event do you need to start getting that word out to really start establishing some traction out there with people?” Dave talks about standard timing saying, "Generally you're going to want to have three to six weeks of lead time to get your message out, depending on how much ad-spend you have and how quickly you're going to spend it in that finite amount of time."
After the Fact
Follow through after the event! In Dave’s words, “It's time to collect and do some data mining. Maybe the most valuable thing to you in this event is the analytics after the day. What we've seen with Prime Day, to use a big-name example, is that it first launched as an experiment. Amazon didn't know if that was going to work. That could have flopped. As we've seen them continue to do Prime Day, it's evolved. They've changed their model pretty substantially because they used the data from previous years and realized what worked and what didn’t. And so every year it's gotten more compelling. The messaging has gotten tighter. If I say 'Prime Day' now, most people listening to this podcast know what that is.
Kenn expounds on this saying, “I think it's a little bit more of a challenge when you start talking about people that are not Amazon, and especially even smaller businesses that want to do something amongst their clientele and create their own triggers. There's a whole tactical plan that has to be figured out if you don't have predetermined audiences to reach out to.”
Kenn goes on to note, “The key is consistency.” To create a marketing trigger from the ground up you’ll need to invest in doing it year after year. A stand-alone Lemonade Day won’t have half the impact of the 5th Annual Lemonade Day.
If you need some expert advice on marketing for your small (or large) business, don’t forget to catch the full episodes of Brand Junkies on Soundcloud or YouTube! As always, if you’d like some help feel free to shoot Kenn and Dave an email. Until next time, junkies!